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CLIENTS, NOT PROJECTS. NO. 33 I was at dinner with an owner of an interior design and architecture Development. Paula kicked off firm from St Louis about 10 years ago and he said, “We look DI’s exposure to the sports for clients not projects.” It hit me like a lightning bolt. I thought, that’s marketplace with the San Antonio it. That is the answer. It is easier said than done, but learning to work Spurs arena in 2002. Since then, with new clients is hard and tedious. If you can work with them for she has connected us to projects many years, we can serve them much better and more efficiently, for the Memphis Grizzlies, and become partners in their success. Sprint Center, Lincoln Bridge, Pinnacle Bank Arena, SoFi Stadium, One of the best examples of this is Paula Portz who was one of and our newest project for the the owners of PC Sport, and is now the COO of Legends Project L.A. Clippers. TUCKER TROTTER :: CEO 52 :: 2020–2021 :: We Are DI
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N 54 :: 2020–2021 :: We Are DI
NO. 39 ALWAYS THINK ABOUT THE FINAL 1%. THAT IS WHAT LEAVES THE MOST LASTING IMPRESSION OF DI. With the upcoming opening of the Werth Family Basketball Center at The DI team worked tirelessly The University of Connecticut, DI was presented with the opportunity to both design and install this to design and build a space where the school’s history of excellence incredible experience. Said Geno could be celebrated and shared among fans, employees and athletes. Auriemma, UConn Women’s Bas- Ranging from interactive learning components to trophy displays, the ketball Head Coach, “what was project was to serve as a “reminder to our players what the standards able to be accomplished in two are at UConn—competing and playing like a champion,\" said Dan weeks was really, really a feat of Hurley, Men’s Basketball Head Coach for UConn. incredible commitment.” The brand new 75,000-plus square-foot athletic facility is one of the In a ceremony to inaugurate the most ambitious projects taken on by the University. Featuring two space, heads of the athletic depart- separate wings for the men’s and women’s basketball programs, the ment, previous collegiate athletes, building also includes a centralized common area for academic sup- current NBA athletes, coaches port, sports medicine, practice facilities, video analysis theaters and and fans gathered to celebrate the strength training areas. history of UConn basketball. Speak- ing of the new Hall of Champions, To complete this landmark facility, the DI team designed and built the David Benedict, UConn Director of Hall of Champions—located in a visually-stunning lobby, featuring Athletics, shared that their ultimate a display of all NCAA trophies representing the four men’s cham- goal was to have “the best display pionships and nine women’s titles. Technology is expertly weaved and recognition of college basket- throughout the space using displays and touch screens, in addition to ball in the country, and I believe a photo opportunity for guests. that’s what we have.” “ We’re here because we have something to celebrate—not on line when you’re reading about it, but when you … put your hands on it and feel like you’re living … the history of Connecticut basketball.” GENO AURIEMMA, WOMEN’S BASKETBALL HEAD COACH, UCONN Dimensional Innovations :: 55
WE MAKE OUR CLIENTS LOOK GOOD. NO. 42 With audiences actively seeking experiences that are ownable and fully made it possible for Evel authentic, companies are inherently held to a higher standard of Knievel fans to not just learn storytelling. Mike Patterson, owner of the Historic Harley-Davidson about Evel, but become him. Topeka dealership, enlisted the help of DI for the design and build of this historic museum to create an “experience where people not only In addition to the VR jump learned about Evel, but understood how he lived.” experience and injury-explorer interactive displays, the museum, Combining expert storytelling and technology, we set out to create exhibits six of Knievel’s bikes, a 4D virtual reality daredevil jump and interactive displays to bring more than a dozen of his origi- the true Evel Knievel legacy to life. In order to develop an authentic nal leather costumes, helmets, VR experience, our innovation team replicated one of Evel’s greatest fan letters, X-Rays, photos, and stunts: a high-speed and heart-stopping motorcycle ramp jump over Knievel’s custom-built 1974 Mack a barricade of 16 police vehicles. Truck “Big Red.” “We knew there was no better way to celebrate and learn about Evel Drawing over 100,000 visitors each Knievel’s legacy than to BECOME Evel Knievel and ride a motorcycle year, the Evel Knievel Museum over a barricade of cars,” said JC Hendricks, VP + Executive Creative has become a huge success. Director Interactive + Technology. Named by USA Today as one of the Top 5 Best New Attractions We hired Doug Danger, current daredevil and stunt artist, to strap and a question on Who Wants To on a carbon fiber vehicle helmet with a custom-made 360 degree Be Millionaire, people from across camera rig to capture his view above the crowds while duplicating the country are flocking to ex- this incredible stunt in real life for virtual video footage. perience the daredevil jump and witness the Evel Knievel legend Marrying the captured video with a VR headset and a replica 74 brought to life. Enduro Harley, rumble technology and wind machines, we success- NAMED ONE OF THE TOP 5 BEST NEW ATTRACTIONS BY USA TODAY. 56 :: 2020–2021 :: We Are DI
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NO. 67 WANT A MARKETING PLAN? JUST DO GREAT WORK. When we started the sponsor integration work at Mercedes-Benz We were side by side in the Stadium in Atlanta, I don’t think any of us knew of the challenge trenches together, every day for we would be solving, and that we had an opportunity to re-write how 18 months. When the project a whole industry thought about design. We created a long-term was complete, Chris departed approach which generates massive amounts of revenue for a team, and went to the Atlanta Hawks, while at the same time creating awesome fan experiences. across the street. Along with the Atlanta Falcons, our partners in crime were Darden & Over time, that super challenge Company and Premier Sports. We were all in the same boat; trying we accepted back in 2015 has to deliver something amazing … something that had never been done come to produce great partner- before. Premier Sports didn’t stay on long after we got hired, but we ships with the Atlanta Falcons, built a friendship with Stephanie Cheng, who subsequently went to the the Atlanta Hawks, referrals to L.A. Rams. While no longer involved, she quietly watched to see if DI Nashville SC, SoFi Stadium, could deliver. and countless brands. The project gave us the ability to From Darden & Company, we worked hand in hand with Chris Hold- call anyone in professional sworth; one of the most thorough project managers I’ve met to date. sports—and they’ll listen. JUSTIN WOOD :: PRINCIPAL + SPORTS PRACTICE DIRECTOR Dimensional Innovations :: 59
N 60 :: 2020–2021 :: We Are DI
NO. 72 MOSTLY, WE DO THINGS THAT HAVEN’T BEEN DONE BEFORE. SO, DON’T BE SURPRISED WHEN YOU’RE SURPRISED. So, how did we end up with one of the world’s largest 3D printers When I asked if I could talk to to create the Al Davis Memorial Torch at the stadium in Las Vegas others who have one of these for the Raiders? printers, the CEO of Thermwood replied, “That one over there goes On the verge of calling the project an absolute no-go, and impossible to our first customer. So, no.” to accomplish under the tight budget, weight, timeline and aesthetic goal criteria the Innovation Lab said, “Well, we’ve got one last crazy Companies everywhere claim ass idea. How about 3D printing it?” that everyone has a voice and all suggestions are heard and Just 24-hours later we were road tripping (complete with Mountain considered. This is proof we don’t Dew, sunflower seeds, beef jerky, and corn nuts) to Dale, Indiana to see just say it, we live it. one of the first LSAM 3D printers built by Thermwood in production. TUCKER TROTTER :: CEO For anyone who doesn’t know the story we used to pitch the Al Davis made to honor the NFL legend. Memorial Torch to Mortenson and the Raiders, it’s a good one. The solution was both incredi- bly sophisticated, and so purely Once the Lab convinced us to go “all in” on the solution for the organic simple all at the same time. and monolithic torch to be the world’s largest 3D printed object, we The end project is stunningly were sold. We knew it was a never been done before approach that beautiful to the point that it would require some convincing. The technical prowess offered by the brought tears to the eyes of Lab and Design studios can’t be understated, but I will always believe the owner. With great listening, that much of what landed this project and approach was the STORY. ingenuity, and extraordinary teamwork, we paid homage to Al Davis was always known as a renegade; as the first to do this, a football legend from his son, or the first to do that. He often shook the norm and convention and that was more than anyone could found a different way. This was the story. This was why the Raiders have imagined. would work with DI to build the largest 3D printed object ever JUSTIN WOOD :: PRINCIPAL + SPORTS PRACTICE DIRECTOR Dimensional Innovations :: 61
CARE MORE AND MAKE COOL SHIT HAPPEN. NO. 73 How do you give movie-goers a unique experience? By changing what Palpatine’s throne sits nearby, it means to go to the movies. When Alamo Drafthouse was preparing acting as a photo op and control to open a new location in Omaha, they cast lead experience experts, for simulating a non-dangerous Dimensional Innovations, to bring their immersive Star Wars plans to firing from the “mini” Death Star. life and give them Obi-Wan Kenobi level street cred. With this project, the movie house continues its legacy as more than a location, but as With the help of architectural a destination. partners, ELEVATIONarchitects and NCB, DI was able to create Using one of the most iconic movie franchises in history as inspi- an unforgettable experience for ration, DI created a space mirroring the original Star Wars trilogy. Alamo Drafthouse visitors from the The experience begins as guests approach the entrance with six- moment they enter to the mo- teen-foot-tall, LED-lit lightsabers and continues throughout the ment they leave. An experience so common areas. From a space station-inspired concession stand to unique, it garnered the attention Imperial-style light panels and directory signage throughout the and tweet of superhero power- silver, black & gray corridors. But the Oscar goes to the hard-to-miss, house, Stan Lee. With that seal of ten-foot-diameter replica Death Star space station hanging in the approval, we ask: Why just go to the center of the main lobby. A precise re-creation of villain Emperor movies, when you can be in them? 62 :: 2020–2021 :: We Are DI
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DI ACRONYMS FCO NBDB There are a lot of unique Flat Cut Out Never Been Done Before DI acronyms around here. You’ll catch on to most of FLF PC them quickly, but here are Free Lunch Friday Project Coordinator a few to get you started. GGOB PE CD Great Game of Project Engineer Creative Director Business PM COGS JPI Project Manager Cost of Goods Sold Job Performance Indicator V/TO EOS Vision/Traction Organizer Entrepreneurial Operating LSAM System Large Scale Additive © 2020 Manufacturing EBITDA Earnings Before Interest, LTF Taxes, Depreciation, and Land the F*cker Amortization
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